Rocketlane
Purpose-built software for customer onboarding
Multi-channel demand generation across Google, LinkedIn & Facebook that achieved 36% cost reduction per demo booked and 15% month-over-month inbound sales growth
It is a no-brainer that implementation & customer onboarding is a big problem for SaaS companies. Rocketlane aims to change that. Their mission is to help businesses accelerate time to value and deliver a transparent, consistent, and delightful customer onboarding journey, every single time. They were ranked the top platform for customer onboarding by G2 reviews.
For a collaborative customer onboarding platform like Rocketlane, a delightful customer experience is non-negotiable. The customer base forms the foundation for the company's growth.
| Spend | Budget directed at bottom-of-funnel demo generation across Google, LinkedIn, and Facebook; the mandate was to lower cost per demo, not to scale raw spend. |
|---|---|
| CAC / cost per demo | Cost per demo booked was the primary acquisition metric and was too high — later reduced 36%, reaching $540 per demo via remarketing. |
| Conversion rate | A two-step funnel (form fill, then demo scheduling) leaked prospects, and demo volume was the core bottleneck. |
| Tracking issues | No unified measurement at the outset — event and heatmap tracking, ad pixels, and HubSpot/Salesforce CRM all had to be built before campaigns could be optimized. |
We knew Rocketlane's best asset would be loyal customers spreading the word about their incredible product. We decided to execute Bottom of the Funnel campaigns along with setting up a robust marketing infrastructure.
GrowthSpree sketched a plan to deploy Google Ads, Facebook Ads, and LinkedIn Ads to initiate a targeted approach towards marketing infrastructure. It was devised to stick to Google Ads for BOFU campaigns while experimenting with FB and LinkedIn Ads for both BOFU and TOFU campaigns. The target location was North America.
GrowthSpree set up the marketing infrastructure including events through GA and GTM, heatmap tracking, ad account setup, and pixel integration. We also worked deeply to setup HubSpot, Salesforce and the entire marketing and sales processes, including implementing Outreach for them.
Google Ads for high-intent BOFU (branded, high-intent, and competitor keywords), LinkedIn for TOFU lead capture, and Facebook for BOFU, TOFU, and remarketing — all focused on North America.
Budget allocated by funnel stage and channel role — intent-heavy spend on Google, cost-efficient remarketing on Facebook — to push cost per demo booked down to $540.
Gated guides, reports, and templates captured and nurtured TOFU leads, while a focused "Book a Demo" flow converted bottom-of-funnel intent.
GA and GTM event tracking, heatmaps, ad-account pixels, and HubSpot + Salesforce CRM with Outreach gave every campaign clean attribution and optimization signals.
The campaigns were up and running on all three platforms. They were driving traction and GrowthSpree was keen to monitor the dashboards for more effective implementation.
Primary focus via Google was BOFU campaigns. GrowthSpree got down to business with high intent, relevant keywords and also competitor-based keywords. The results amazed the team and proved that the efforts were put in the right direction.
LinkedIn gave GrowthSpree room to experiment with both BOFU and TOFU campaigns. TOFU worked favorably well for Rocketlane. Deployment of guides, reports, templates helped drive downloads and capture leads for nurturing.
Facebook campaigns took off with both BOFU and TOFU campaigns for "Book a Demo" and "Content-Based" respectively. Used all databases the client had for targeting. Remarketing ads via FB achieved strong results.
| Channel | Primary role | Key cost metric |
|---|---|---|
| Google Ads | BOFU — high-intent & competitor keywords | High-intent demo conversions |
| LinkedIn Ads | TOFU — guides, reports, templates | $65 cost per lead |
| Facebook / Meta Ads | BOFU + TOFU + remarketing | $45 cost per qualified lead |
| Facebook remarketing | Demo booking | $540 cost per demo booked |
Set up robust marketing infrastructure including events through GA and GTM, heatmap tracking, ad account setup, and pixel integration across all platforms.
Worked deeply to setup HubSpot, Salesforce and the entire marketing and sales processes. Implemented Outreach for streamlined sales engagement.
Deployed targeted campaigns across Google Ads (BOFU focus), LinkedIn Ads (BOFU + TOFU), and Facebook Ads (BOFU + TOFU + Remarketing) with North America as the target location.
Captured qualified leads and pushed them to nurturing email drips. Continuously monitored dashboards and optimized campaigns for maximum effectiveness. Achieved Cost Per Demo Booked of $540 through remarketing.
What the multi-channel program delivered where it counts — pipeline, qualified leads, acquisition cost, and revenue momentum.
A quick 30-minute conversation, no strings attached. See how we can help you achieve similar results with multi-channel demand generation.
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